SMT acquired Sportvision on October 1 of last year and by that time Fox Sports NASCAR coverage had already come to an end. So this weekend Daytona 500 marks the first time the “new” SMT is on hand for a Fox Sports NASCAR event and it also just happens to be the biggest race of the year.
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NASCAR has their biggest race of the year at the start so we don’t get a whole season to test things out,” says Paulus Weemaes, SMT, director of motorsports. “But the event is spread out over two weeks which gives us plenty of time to get ready.”
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The SMT and Sportvision teams are working out of a refurbished (and rebranded) production truck that includes the necessary equipment and a workplace for five operators and a three-person engineering team.
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This year we are using Ross XPression software for the graphics,” says Weemaes. “We used a proprietary system until last year and the move to a more commercial product has made it easier to change graphics. What used to take two weeks in the past can now be done in two days.
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Key to the SMT operations is an onboard computer in each car that collects telemetry data such as speed, throttle, brake, gears, R.P.M., etc). Five times a second that information is sent to base stations around the track via antennae on the roof of the car. GPS data is also captured via satellite.
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At the same time SMT is capturing pan-tilt-zoom data from six cameras around the track. That PTZ information is key to adding in graphical pointers that can reference the data captured by each car’s onboard computer.
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Phillip Cochran, SMT, technical production manager, motorsports operations, says SMT’s Communications Control Monitor pulls together information from the GPS, steering sensor, scoring information and more. That data is then dispersed to various systems that then turn it into on-air graphics using the Ross XPression system.
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In this day and age, say the term offseason to a media professional at a league, team, or network, and you’re likely to get a sarcastic laugh. Social media is always on, and the need to entertain and engage with fans and followers is a 24/7/365 task. Scott Warfield, managing director, social media, NASCAR, is not just up to that task; he relishes it.
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For him and his team, planning for the biggest day in stock-car racing — the Daytona 500 — began the moment the checkered flag dropped on the final race of last season, and its execution began as well. With network-television partner Fox Sports carrying both the Super Bowl and the Daytona 500, the two sides partnered on numerous crossover opportunities to build anticipation for the race, much of that integration coming through social campaigns.
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“The way our schedule sets up uniquely positions us to have a very long and thorough runway to the biggest race of the year,” says Warfield. “What we want to do is come up with something that enables NASCAR drivers, teams, and other constituencies to have something to activate against in January and February. In years past, I don’t want to say we were quiet, but we probably held most of our bullets until a couple weeks
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NASCAR hit the ground running to hype Daytona last week by executing a major Facebook Live activation at Daytona 500 Media Day. Warfield’s team hosted four two-hour shows that aired on Facebook Live with more than 40 drivers appearing as guests.
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An impressive 20- x 20-ft. mobile studio was built featuring professional audio, couches, and live interaction with viewers. It resembled more of a television shoot and was a dramatic uptick in the effort that was put into the platform that was brand new at this time last year.
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For this weekend’s coverage, Warfield reserves the right to go live on the spot when something exciting is happening, but he’s the first to note that he finds greatest success with scheduled programming that users can expect. It’s in that format that he sees the greatest reach.
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Are Sponsors Buying Into Live Social?
As the quality of content and understanding of the reach of live social grows rapidly, Warfield believes that it won’t be long before live social programming can be a revenue-generating opportunity for NASCAR. Already, Monster Energy has come in as a supporting sponsor for NASCAR’s Facebook Live shows from Media Day.
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The more and more we are doing [the shows] and the more are seeing the numbers associated with them, yes, I think there’s going to be revenue opportunities there,” says Warfield, noting that NASCAR brought its ad-sales operations in-house at the beginning of this year. “The opportunity to do branded content with Facebook is something we are really interested in.
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